ABOUT

Australians with disability make up almost 20% of the population. Yet, in advertising they are only represented 1% of the time. To make people pay attention to the significant under-representation in our adverts and show what true representation looks like, we worked with ten of Australia's most well known brands to swap out key scenes in their adverts to include a person with disability. A simple, yet powerful way to highlight that people with disability can easily play the same roles as anyone else.

The altered spots were designed to make Australia take notice of the lack of disability representation in our advertising and a way for us to launch an initiative designed to combat it. Shift 20 Initiative is a coalition of leading brands, McDonald's, Uber, ANZ, AAMI, Bonds, Kia, Oral-B, Pantene, Weet-Bix, Tourism Australia, Virgin Australia, which is focused on increasing disability representation, inclusion and accessibility in Australian advertising and media.

The coalition of launch partners will lead the way in commitment to fair representation of people with disability within their ads and marketing communications, providing opportunities and opening doors for people with disability - ensuring long lasting impact. A dedicated website gives brands access to best practice resources to create more accessible and inclusive communications, as well as inviting other brands to get involved and be part of the change.